Cognitive Absorption and Continuance Intention of Financial Chatbots among Generation Z

Document Type : Original Article

Authors

1 Research Scholar, School of Management and Business Studies, Mahatma Gandhi University, Kottayam, Kerala, India

2 Associate Prof., School of Management and Business Studies, Mahatma Gandhi University, Kottayam, Kerala, India

3 Assistant Prof., Rajagiri College of Social Sciences, Kochi, Kerala, India

4 Assistant Professor, St. Thomas College of Teacher Education, Kerala, India

5 Professor, Sahrdaya Institute of Management Studies, Thrissur, Kerala, India

10.22034/ijism.2026.2062580.1827
Abstract
Chatbots are becoming a new norm for consumer engagement across various business fields. There is growing evidence that Gen Z are embracing this new technology to fulfill their need for immediate gratification. In this article, we check the reasons for the continuance intention of chatbots by Gen Z and the mediating role of user experience and trust on continuance intention of chatbots by Gen Z. Analysis of data from 355 Gen Z respondents demonstrates a significant positive mediating effect of user trust and user experience on continuance intention of chatbots. This study complements the existing stream of knowledge on AI technology adoption, chatbot services, cognitive absorption, user experience, trust, and continuance intention. In addition, the findings of this research are beneficial to marketers, technology managers, and business analysts.

Keywords

Subjects

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Articles in Press, Accepted Manuscript
Available Online from 17 June 2026

  • Receive Date 03 September 2025
  • Accept Date 17 June 2026